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As Chinese consumers become more accustomed to the idea of luxury, they are looking for a deeper, more personal connection to specific brands and experiences.
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www.thebergstromgroup.com!
Pushing Premium Trends In Hotels, Wines, and Retail!
As Chinese consumers become more accustomed to the idea of luxury, they are looking for a deeper, more personal connection to specific brands and experiences. Consumers are no longer satisfied with run of the mill luxury; they are looking for something unique that incorporates specific values that accompany a higher classed lifestyle. !!
CHANGING PERCEPTIONS
! Younger generation dislikes how Louis Vuitton is so widely accessible now, stating that “even a housekeeper” can buy an LV purse!
! Louis Vuitton’s popularity is faltering amongst the younger generation, who favor less well-known, less widely accessible luxury brands!
! Read our original post here �
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BILLIONAIRE MATCHMAKERS�
! Wealthy billionaires have hired a third party group to help them find the perfect wife: “high-caliber mothers of the second generation of the rich” !
! Recruiters evaluate female applicants for education level, natural appearance, and personality!
! Read our original post here �
Luxury hotels look for ways to reinvent what it means to live in luxury… !
Brands Respond
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LOCAL TASTES + INT’L STANDARDS
! Luxury hotels attract a new segment by combining traditional Chinese culture with contemporary lifestyle and technology!
! Ahn Luh Dujiangyan in Chengdu offers a tai chi center, dim sum breakfasts, regional goods in the boutique, and traditional Chinese medicine!
! Read our original post here!
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LAMBORGHINI BOUTIQUE HOTELS
! The first Lamorghini family owned luxury boutique hotel comes to Suzhou!! The hotel doesn’t match up with many expectations for a “Lamborghini”
hotel!! Read our original post here �
TRENDSPOTTERS IMAGINE…�! It must be a car-themed hotel. I would expect them offering free one-day
Lamborghini car drive experiences in the city. Having a car-shaped bed and color theme (yellow and black) in the room would be nice too. - Eric, 25, male!
! I would imagine a Lamborghini hotel would be a boutique, smaller sized hotel. There wouldn't be a reception counter. Instead, reception desk staff would check customers in one-on-one with an iPad. They should avoid being similar to a standard five-star hotel. A discounted rate for renting Lamborghini would be good and free Lamborghini cars could also be offered for wedding usage in the hotel. - Jenny, 38, female!
Brands understand that consumers want to incorporate the concept of luxury in their daily lives’, but without paying a hefty price. Some brands push
premium into unexpected places and categories.!
Affordable Luxury
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PREMIUM IN MESSAGES IN CONVENIENCE STORES
! For food and beverage, quality means more than surface appeal, there is a price on safety!
! Read our original post here �
ONLINE WINE COMMUNITIES�
! Part exclusive social network, part online shopping site, TasteV encourages members to explore and learn about different types of affordable wines. The invite-only membership takes part in selecting the inventory for the site. Their selections come from evaluating those chosen by sommeliers and vintners!
! Read our original post here �
www.thebergstromgroup.com!
Who We Are�
Established in 2006, The Bergstrom Group has developed a reputation for providing vivid customer immersions for brands and agencies. We began our commitment to China by focusing on young consumers.!
Based in Shanghai but spread across China, our on-the-ground team of subject matter experts, researchers, trendspotters and creatives is dedicated to telling the story of new China in a way that is both authentic and actionable. !
OUR STORY
Thought Leadership
All Eyes East: !Lessons from the Front
Lines of Marketing to China’s Youth !by founder, Mary Bergstrom!
!+ Foreword by Chairman of Omnicom China!
+ Commentary from leaders at GM, PepsiCo, McDonald’s, Converse, Li Ning, JWT, Interbrand, etc.!
+ Nominated for Marketing Book of the Quarter, Executive Programme by Expert Marketeer"
www.thebergstromgroup.com!
Get Closer Shanghai PRC!T: +8621 6431 4027!www.thebergstromgroup.com!www.alleyeseastchina.com!!!